Underpinning Digital Campaigns

10/03/2010

By Craig Martin, CEO, DediPower Managed Hosting, and Founder of the DediPower Digital Awards 2010

We've come to a point in the marketing industry where there is no longer a need to stress the benefits of digital marketing campaigns. It is common knowledge nearly every campaign should have an online element to it, in order to reach that desired audience - websites are the face of your company, emails must be targeted and welcomed, and viral ads can help build your brand. Now we are in the phase of finding out the best and most effective ways to use...

...these tools, especially when use of budgets is being scrutinised. It is these insights that will add the most value to marketers.

One aspect that is often over-looked is the critical infrastructure that is under-pinning these campaigns. It may not be the most exciting part of rolling out a new campaign, but it is one of the most crucial to consider. You may have the most captivating marketing campaign of your company's history set to launch, but if you have not ensured that your website is prepared for the increase in traffic, it will crash and your efforts will be wasted. Your focus will now be on repairing the brand, as customers and prospects will have lost faith in your ability to prepare and deliver.

So, how are such calamities avoided? By embracing the underlying concept of marketing - communicate! Most companies outsource their web hosting and see it as a standard supplier relationship. However, if the supplier becomes an extension of your in-house team, with insight into your campaign plans, it will be able to provide a level of service unique to your needs. Preparing a website to accommodate an increase is traffic takes relatively little... continued on page two >

 

 

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